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AmulParent CompanyAmul Anand Milk Union LimitedCategoryFood

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AmulParent CompanyAmul Anand Milk Union LimitedCategoryFood
Amul
Parent Company
Amul (Anand Milk Union Limited)
Category
Food Products
Sector
Food and Beverages
Tagline/ Slogan
The taste of India; Utterly butterly delicious
USP
India’s most trusted and popular dairy products’ brand
STP
Segment
People who need milk and milk products for day to day use
Target Group
Lower, Middle and upper middle class families
Positioning
An Indian brand producing superior quality products
Product Portfolio
Brands
1.Amul Butter
2.Amul Cheese
3.Amul Chocolates
4.Amul Ice Cream
5.Amul Kool
SWOT Analysis
Strength
1.High brand equity and top of the mind brand
2. Strong network of over 3 million milk producers
3. World’s largest manufacturer of pouched milk
4. India’s largest food brand, trusted for its quality
5.Number of popular milk products like ice cream, ghee, butter, paneer, dahi, milk, etc.
6.Products available at affordable price
7.Market leader in butter segment
8.Responsible for white revolution in India
9. Successful advertising and marketing campaigns
10.Strong network of Amul retail outlets, stalls and parlours
11.A popular mascot in the Amul girl
Weakness
1.Low market share in chocolates segment
2.Strong competition from international & domestic players in the ice cream segment means limited market share
Opportunity
1.Introduce new products in the chocolate segment
2.To tap the untapped market, increase its reach in rural markets
3.Rise in purchasing power of Indian people
Threats
1.Strong competition from international players
2.Economic slowdown and inflation
Competition
Competitors
1.Britannia
2.Nestle
3.Mother Dairy
4.Local dairies
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